A survey published in the August 31 issue of the Wine Spectator (see: What You’re Drinking Now) indicates that their readers are now drinking much more inexpensive wine. Over half (51%) of the individuals surveyed said that they are drinking wines that are $20 or less. This is in contrast to a year ago when well over half were drinking wine that cost $20 or more a bottle.
Now it is safe to assume that the Wine Spectator’s audience is not made up of “average” wine drinkers. Most are probably people who are very into wine. Also, the demographics of their readership would indicate that Wine Spectator readers are relatively wealthy individuals – they are, after all, the #1 consumer and business publication according to the Luxury Institute in a survey of individuals whose average income was $355,000 a year.
Since their demographic would appear to be largely the top 2% income earners in the U.S., what would the “other” 98% be doing. I think that is is very safe to assume the others are mostly drinking wine in the $20 and less category with most trying to stay as close to $10 a bottle as possible.
I personally would find it much more interesting to see a survey of wine drinkers with modest incomes. I think that this would be much more informative…
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